How will you make your capital campaign your donors’ priority? Set the right touchpoints

After beginning the silent phase of its Campaign for College and Community, Nazareth College needed a marketing communications plan for its public phase — a seven-year campaign to raise funds for capital projects and its endowment. Its target audience included regional philanthropists, foundations and corporations with whom the college hadn’t yet established relationships.

High-touch and emotional messages in print, web and video — along with a supporting image advertising campaign — connected this audience with the Nazareth College development staff before close relationships were formed with them.

CHALLENGES

Develop a messaging platform for the campaign’s public phase.

Prove the impact of fundraising to a primary audience not familiar with the college’s work.

RESULTS

GOAL SURPASSED

$51 million raised, surpassing the $45 million campaign goal, to fund the renovation of the Arts Center, the construction of Peckham Hall, the expansion of the Wellness and Rehabilitation Institute and the enrichment of the endowment.